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      Pillar-Based Marketing Content Editing Guide

      A zoomed out look to the content process and how to engage with our writing team.

      As a content team, balancing your SEO goals with the desire to provide the kind of engaging, informative content your customers are looking for is our primary directive. And it’s one that just so happens to align well with the latest Google algorithm updates, designed to explicitly reward companies that are providing genuinely helpful content—which is also the central strategy of our Pillar-Based Marketing approach.


      This is your guide to what happens once you receive your pieces from the content team as well as specifically what the editing and revision process will look like.

      What Is the Primary Objective of the Editing and Revision Process?

      For our writers, it helps us to get the content right. The things we learn from one piece’s editing/revision process become lessons we apply to future pieces, as much as possible.

      For our customers, it provides pivotal input that gives some control and final say regarding the direction and approach behind the content.

      What Editing and Revision Looks Like

      By the time you receive your first piece(s) from us, members of the content team have already:

      • Performed keyword research and content planning tasks to determine the best possible approach and outline for each piece of content.
      • Reviewed the notes from our kickoff meeting, your website, and any resources you may have shared during the content planning phase, to ensure that our information aligns with yours.
      • Workshopped the piece with other writers, to help ensure everything is grammatically sound, in line with what we know about your business and its goals, and matches the general voice/tone you envision.

      Once you receive drafted work from the content team, it enters the editing and revision process. A round of edits and revisions includes two main steps:

      1. You provide feedback. This is your chance to suggest line edits, content revision, and big picture feedback within a Google Doc. If you're unfamiliar with editing on Google, we have other resources to share with you!
      • Line edits are things like changing specific words, on a sentence level.
      • Content revision and big picture feedback relate to things like the content’s tone/voice, brand alignment, organization, etc.
      2. The writer implements the feedback. Once the edits and revisions have been made, you’ll receive an updated version.

      Best Practices for Editing and Revision

      By following these best practices, we can ensure that we produce excellent content that aligns with your strategy and meets all of your objectives:

      • Be timely. The sooner you get back to us with edits and revisions, the fresher the content will be (making it easier to revise), and the quicker we can get it published. 
      • Be thorough. The more feedback we receive, the more we can customize your content.
      • Be clear. It’s important for you to give us as much detail as possible throughout the editing and revision process. 
      • Leave positive feedback, too. This isn’t to flatter us, but to let us further refine our writing based on what we learn about your preferences and voice.
      • Don’t be afraid to ask questions. If you don’t understand why we included or didn’t include something, or why we took a particular approach, just ask!
      • Consider having one person own edits. It can be very confusing with multiple people leaving edits, especially if there are accidental contradictions in feedback. It also makes it difficult to keep the process moving!